Client: Dan Murphy’s
•Custom Designed Key Products
•Online Ordering Store
Dan Murphy’s reached out to Total Image Group to design their new preferred dress range to encompass a more fashion-forward design balancing style and comfort.
Designing on-trend apparel
Dan Murphy’s new look was motivated by the desire to update to a more contemporary and stylish look that suited their brand values. To achieve this, Total Image Group’s design experts decided to start from scratch rather than adapt the existing wardrobe, taking a new approach to every area – from colours to materials.
The new range not only incorporated fashion forward looks but were also made of fabrics that promoted durability and breathability ensuring employees to stay comfortable all through their shift.
Reimagining brand colours
The most radical departure in the new preferred dress range was the move away from the established brand colours of green and taupe to purple.
Total Image Group Identified the subtle yet significant presence in the Dan Murphy’s brand colour palette and based the new clothing range around this powerful colour.
Purple also has relevant associations for the liquor industry, being the colour of many red grapes and bottled wines that customers can browse in Dan Murphy’s extensive selection.
TIG also developed a tailored Dan Murphy’s online ordering system to cater to orders placed by employees.